Blog

B2B Sales Enablement Report

B2B Sales Enablement Report

In the latest B2B Sales Enablement Report, it is clear that sales enablement has the potential to increase deal size, drive revenue, lower costs, increase productivity raise customer satisfaction. In fact, IDC estimates that for a typical $1B company, poor sales enablement results in $14M in additional sales and marketing expenses and $100M in lost revenue opportunity.

Here are some highlights from CSO Insights latest report.

B2B Sales Enablement Report – Popular Sales Effectiveness Goals

  • Increase in revenue: 68%
  • Increase in win rates of forecasted deals: 44%
  • Increase in new account acquisition 41%
  • Reduction in sales cycle length 36%

B2B Sales Enablement Report – Selected Highlights

  • 22% of respondents indicated that their organization has a formal sales enablement collaboration process in place
  • 68% responded that their process is either informal or ad hoc
  • 10% stated that there is no collaboration in place at all
  • 43% of respondents stated that their sales teams are creating content themselves

Percentage of Companies that Have a Sales Enablement Function

  • In 2013: 19% of companies had a sales enablement function
  • In 2014: 23% of companies had a sales enablement function
  • In 2015: 26% of companies had a sales enablement function
  • In 2016: 33% of companies had a sales enablement function

B2B Sales Enablement Report – Quota Attainment

  • In 2012: 63% of companies attained quota
  • In 2013: 58% of companies attained quota
  • In 2014: 58% of companies attained quota
  • In 2015: 57% of companies attained quota
  • In 2016: 56% of companies attained quota

B2B Sales Enablement Report – The Top Sales Execution Challenges

  • Inability to Generate Enough Qualified Leads: 53%
  • Difficult to Convey Competitive Differentiation: 41%
  • Sales Cycle Too Long: 32%
  • Close Rates Not High Enough: 28%
  • Lack of Common Sales Process: 20%
  • Difficulty Establishing ROI: 20%
  • Ineffective Sales Process: 20%
  • On-boarding New Hires Takes Too Long: 19%
  • There is Poor Sales and Marketing Alignment: 19%
  • Losing Existing Customers: 14%
  • Inaccurate Forecasts: 12%
  • Low Sales Process Adoption: 12%

B2B Sales Enablement Report – The Impact of Coaching on Quota Attainment

  • 53% of companies that have a random coaching approach (left up to managers) attained quota
  • 56% of companies that have an informal coaching program attained quota
  • 61% of companies that have formal coaching program attained quota
  • 62% of companies that have a dynamic coaching program attained quota

B2B Sales Enablement Report – Training Investments in Sales Reps & Sales Managers

  • Companies that invested greater than $5K: Sales Reps: 10% Sales Managers: 8%
  • Companies that invested between $2.5K to $5K: Sales Reps: 13% Sales Managers: 13%
  • Companies that invested between $1.5K to $2.5K: Sales Reps: 27% Sales Managers: 24%
  • Companies that invested between $500 to $1.5K: Sales Reps: 26% Sales Managers: 18%
  • Companies that invested between less than $500: Sales Reps: 18% Sales Managers: 19%

How Much Time Per Week Do Sales Managers Spend on Coaching Leads & Opportunities

  • Greater Than 3 Hours: 7%
  • 2 to 3 Hours: 6%
  • 1 to 2 Hours: 20%
  • 30 to 60 Minutes: 33%
  • Less than 30 Minutes: 34%

How Much Time Per Week Do Sales Managers Spend on Skills & Behaviors

  • Greater Than 3 Hours: 6%
  • 2 to 3 Hours: 4%
  • 1 to 2 Hours: 15%
  • 30 to 60 Minutes: 28%
  • Less than 30 Minutes: 47%

B2B Sales Enablement Report – Organizational Approach to Coaching Sales Reps

  • Process is Left Up to Sales Managers: 48%
  • Informal Coaching: 26%
  • Formal Coaching: 22%
  • Formal & Connected to Enablement Framework: 5%

Investments in Sales Managers & The Impact on Performance

Quota Attainment

  • Companies that invested $0 to $1.5K averaged 56% quota attainment
  • Companies that invested greater than $5K averaged 57% quota attainment

Revenue Attainment

  • Companies that invested $0 to $1.5K averaged 85% revenue attainment
  • Companies that invested greater than $5K averaged 105% revenue attainment

Win Attainment

  • Companies that invested $0 to $1.5K averaged 46% win attainment
  • Companies that invested greater than $5K averaged 51% win attainment

B2B Sales Enablement Report Summary

Sales enablement has become a top priority and 61% of sales enablement teams report directly to sales leaders and they have financial metrics tied to their sales enablement initiatives.

56% of the time sales enablement programs are failing to meet goals due to manual, ad hoc processes and lack of proper technology. Organizations that that choose not to invest more intelligently in sales enablement will be the minority as 76% of enterprises that plan on implementing such technologies by the end of the year. Don’t be left behind.  Develop a workforce plan, onboard the team and set them up for success.


DOWNLOAD the Quick Reference Card for Sales >>


Go to Market Charts for Sales >>

FREE Sales & Marketing Templates >>

Download Go to Market Planning Templates >>


Go to Market - Marketing Templates

Pin It
If you enjoyed this post, please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader.

Trackbacks/Pingbacks

  1. SaaS Predictive Analytics Market for B2B Sales and Marketing - September 11, 2017

    […] and optimized.  To that end, sales leaders (and their sales operations teams) seek to create a managed, repeatable process to add new logos faster and sell more to existing customers.  Specifically, here are some of the expectations sales […]

Leave a Reply